Word has it that Incu’s men’s store on Flinders Lane has always been heckled by the fairer sex. Having long implored the birth of a sister store, their prayers are finally answered; demand has been met, and Incu women’s has bloomed in Melbourne.

If what’s missing from your wardrobe is a perfectly effortless yet immaculately constructed Rag & Bone shirt dress, or perhaps a pair of stylish yet impressively practical APC heeled moccasins – in fact if your wardrobe lacks any kind of basic that stands our more on quality than on brashness – then Incu is your new Melbourne haunt. Occupying half of what used to be Cactus Jam in Melbourne’s QV, the pared back space is now blatantly devoid of anything sequined or excessively frilled, instead presenting itself as a careful curation of elegant simplicity.

Click the thumbnails for full pictures:

Wednesday night’s launch brought a crowd of stylish socialites into the store to peruse the racks of covetable labels including ACNE, Bassike, Elke Kramer, Rag & Bone and more. For some social shots as well as peek inside the store, click on the thumbnails.

Incu Women’s can be found at QV, Shop ACL 12, Albert Coates Lane, Melbourne, and it’s open now.